Articles by the author
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CSAT: calculation, scales and reliability of the customer satisfaction score
CSAT measures a customer’s satisfaction with a specific interaction. This guide shows how to calculate it, why the same set of answers can give 45%, 75% or 83% depending on the formula, which scale to choose, when to send the survey and how many responses a score needs to be reliable. It also presents the…
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SERP: understanding and analysing the Google results page
A SERP is the results page Google displays after a query. It brings together ads, organic results, the local pack, related questions and, in France since July 22, 2026, AI Overviews. This guide explains what makes up each zone, who decides the order, how Search Console counts positions and how to analyse a SERP before…
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Lead nurturing: how do you bring your prospects to maturity?
Lead nurturing means guiding a contact who is not yet ready to buy, through a series of planned messages, to the meeting, the trial or the purchase. This guide explains how to build a workflow in seven steps, from the goal to the exit conditions, with the content to send at each stage. It ranks…
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Retargeting: how does ad retargeting work?
Retargeting shows ads to people who have already visited a website or added a product to their cart. This article explains why retargeting and remarketing describe the same technique in practice, and how it works on Google Ads, Meta and LinkedIn, with the thresholds and durations noted in their help pages. It summarizes the French…
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What is the average CTR on Google Ads?
Google publishes no average CTR for Google Ads: according to its help pages, a good CTR depends on the product or service you promote and on the networks you use. This article compares vendor benchmarks from 2026, from 4.64% to 21.85% depending on what they count: campaigns or accounts, average or median, Search only or…
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Featured snippet: what is it, and does it still exist?
A featured snippet (“extrait optimisé” in French) is the box where Google first shows a passage taken from a page, then its link. Google still documents it in October 2026, but it has been shown much less often since AI Overviews arrived, according to Ahrefs and an academic audit. This article separates the featured snippet…
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Customer journey: definition and customer journey map
The customer journey refers to the stages and touchpoints a customer goes through with a brand, before, during and after the purchase. This guide starts from research by Lemon and Verhoef (2016): three overall stages and four categories of touchpoints, two of which the brand does not control. It shows a journey that loops between…
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Prompt engineering: how to write an effective AI prompt
Prompt engineering means writing and adjusting the instructions given to a generative AI to get a result that meets your requirements. This guide compares the recommendations of Anthropic, OpenAI and Google, where they agree and where they disagree. It offers an eight-step method for writing a prompt like a brief, with an illustrative example. It…
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Web crawler: what is it and how does it work?
A web crawler, or crawling robot, discovers pages by following links and sitemaps, then downloads them: it crawls, it does not index. This guide describes how it works according to Google, the six families of robots (search engines, AI bots, user-triggered fetchers, SEO crawlers, data collection tools) and what each one does with robots.txt. It…
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Brand guidelines: contents, a real example and method
Brand guidelines set the rules for using the logo, colors, typefaces, images and layout, so that everyone involved applies them the same way. This guide details what they contain and what to check in them, then shows a real example: the Elev8 Lab design system, with its colors in light and dark themes, its fonts…